Strategy & story.
Built from scratch.↓
I work at the intersection of brand strategy, data insight, and creative production, turning complex ideas into clear, consistent brand experiences.
About
I build things that didn't exist before: brand channels, identity systems, content strategies, platform experiences. And I do it end-to-end.
At Informa Markets Korea, I took on the full brand and marketing function for CPHI Korea, building its digital presence and visual identity from the ground up. Alongside that, I run an independent data visualization practice, turning pharma industry trends into clear, shareable visual narratives. I'm drawn to work where strategy and execution aren't separate jobs.
Brand strategy
Positioning, voice definition, identity systems, audience targeting
Data storytelling
Industry analysis, visual narrative, insight communication
Creative production
Design, video, copywriting from brief to final asset
Digital platforms
Channel build, UX documentation, performance tracking
Brand strategy · CPHI Korea
Work that started from zero
01
Owned Media · LinkedIn
Launched and grew a brand channel, handling strategy, copy, and design solo
CPHI Korea had no LinkedIn presence. I defined the brand voice for an international B2B pharma audience, built the editorial calendar, and wrote and designed all posts in English, with no paid promotion. Tracked performance weekly to optimise toward what drove registrations, not just reach.
248 followers from zero19,490+ impressions2,700+ link clicksTop post: 5,200+ impressionsEngagement consistently above 1–3% industry avgZero paid promotion
02
Audience Strategy · Media Creative
Tailored every creative to its audience: banners, magazine pages, no generic placements
For 12 media partnerships across Korean and global pharma channels, I audited each outlet's readership and built distinct creatives per audience: bio-focused for bioprocessing media, nutraceutical-led for ingredient channels. Deliverables included digital banners and print magazine pages. Same event, different story for each reader. Tracked referral performance via Google Analytics to identify the highest-converting channels.
12 media partners managed₩25M Korean + USD 42K global media valueDigital banners + print magazine pagesPerformance-tracked by Google Analytics
03
Brand Identity · Design · OOH
Built a visual identity system across digital assets, print, and outdoor advertising
Standardised the brand's full visual system: color, typography, and reusable templates for PowerPoint, letterhead, and invitations. Took ownership of all design output: banners, brochures, EDMs, event signage, magazine pages, and outdoor advertising. Removed the dependency on outside agencies entirely.
₩3.6M saved annuallyDigital · Print · OOHIllustrator · CanvaAll output produced independently
04
PR · Strategic Recommendation
Evaluated a PR newswire investment, built the case, and secured CEO approval
Press releases were previously distributed through media partner and barter agreements. I independently assessed whether a paid newswire service was worth adding. Researched reach, estimated ROI for B2B pharma events, and presented the recommendation to the team leader and CEO. Secured ~$2,500 budget approval. Wrote 5 bilingual (KR/EN) press releases distributed through the existing media partner network.
CEO approval secured5 press releases authoredBilingual KR/ENDistributed via media partnerships
05
Digital Platform · Brand Experience
Turned a functional tool into a consistent, trustworthy brand experience
Took over the B2B matchmaking platform: customised the back-end styling to align with the brand identity, and created bilingual (KR/EN) PPT manuals for exhibitors and visitors so they could navigate independently. A branded, well-documented platform reduces friction and builds trust, and that trust carries back to the event itself.
3,538 accounts (+7% YoY)594 meetings (+7% YoY)4.67/5 satisfactionReduced repetitive support inquiries
Data storytelling
Pharma trends, made visible
An independent practice turning complex industry data into clear, shareable visual narratives. Published on Notion, updated regularly.
M&A · Europe
The European Buying Spree: $8.5 Billion in 9 Days
Four European mid-caps acquired US biotechs in under two weeks. An analysis of what's driving the wave and why the M&A script for biotech is being rewritten.
Read more →
Drug Class · GLP-1
The GLP-1 Shift: How One Drug Class Is Reshaping Pharma
From $5B in 2020 to a projected $200B by 2030, a 40x expansion in a decade. How Ozempic and Mounjaro created two trillion-dollar winners and reshaped every other company's strategy.
Read more →
Geopolitics · China Biotech
How China Is Rewriting the Global Bio-Playbook
Average licensing fees for Chinese drugs surged 230% from 2022 to 2026. China now runs 55% of global CAR-T trials and dominates ADC deal flow. It's no longer the bargain basement.
Read more →
Supply Chain · Asia
Eli Lilly's Asian Expansion: Building a Resilient Supply Chain
How a pharma giant is localising its operations in Asia, and what it reveals about where global corporations must go to survive geopolitical headwinds.
Read more →
View all data work →Published on Notion · Updated regularly
Creative production
Made in-house, start to finish
All design and video output is produced end-to-end: concept, execution, final asset. No agency involved.
Adobe IllustratorAdobe Premiere ProCanvaWebflowGoogle AnalyticsLinkedIn AnalyticsJublia (B2B platform)
Social · Content
Social · Content
LinkedIn channel
32 posts, English copy, and visual design. All solo, zero paid promotion.
Video · Production
Video · Production
Event highlight videos
Created storyboards in Premiere Pro, directed the narrative, and collaborated closely with a video vendor through editing rounds to final delivery.
Design · Print
Design · Print
Event brochures
Exhibitor and visitor brochures, booth materials, and invitation letters for CPHI Korea.
Design · Onsite
Design · Onsite
Onsite signage
Large-format venue signage and wayfinding materials across the event floor.
Design · Digital
Design · Digital
Audience-targeted banners
Media partner creatives tailored per channel audience: bio, nutraceutical, API, generics.
Design · OOH
Design · OOH
Outdoor advertising
Out-of-home creatives designed for large-format placements around event venues.
Design · Print
Design · Print
Magazine pages
Full-page print ads in pharma trade publications, audience-tailored per media partner.
Design · UX
Design · UX
Application design
Designed the visual interface and user flow of the B2B matchmaking platform, covering styling, layout, and brand consistency across the exhibitor and visitor experience.
Let's work
together
Open to brand strategy, content, and marketing roles.
Based in Seoul · Open to relocation.